Compare these two statements:
1. At Volvo, we're committed to building the world's safest vehicles.
2. Nobody should die in a new Volvo by 2020.
The first—snore—is what companies typically say. Bold, but in a predictable way, making the assertion wholly ignorable, even banal. (Oswald's Axioms: Be committed and dedicated to never using the words "committed" or "dedicated.")
The second statement, while similar in intent, couldn't be more different. Rather than a narrow, chest-beating pledge, "nobody should die in a new Volvo by 2020" is a provocative storytelling and business-building platform.
Rather than merely saying something boldly, it says something bold.
My wishes for 2015: More companies do the same. And that Volvo puts aside its wayward rebranding efforts and returns to an idea it can actually own—driver safety.